Motion captures the new creative energy of the Vi brand.

How we move

When we move, we should aim to capture the bold simplicity of Vi by keeping content to a minimum for maximum impact.

To capture the essence of our strategy, all motion moves forward in the frame once activated by the logo and Mustard particle.

Opening

All animations are initiated by opening up our logo, bringing to life our strategy of our customers and needs being at the heart of our brand. We can open in a variety of ways using our brand expressions or simply opening our logo. All animation should be activated by the Mustard particle.

Frame expression

When using our frame brand expression, we focus on making products the hero. The particle triggers the animation, and as the logo opens up, the product is revealed, scaling up within the logo.

Trail expression

The trail is the full expression of our brand in motion. Our particle triggers the animation, and the logo opens up revealing our exciting brand world.

The trail can move expressively across and down or open up over footage (or stills) or interact with simple messaging. When trails are in an open state ensure the animations within are dynamic, fully bringing our world to life.

Crop expression

The crop expression in motion acts slightly differently to the rest of our motion examples. The crop expression is intended to suit compositions that have more content than the other brand expressions so therefore needs to move slower than other applications to ensure the message is taken in.

Other ways to open

A simpler version of the brand in motion has been created where the logo opens out and doesn’t scale up.

Transitions

When transitioning between images or footage use a clean-cut diagonal wipe. This can be at any angle that is in harmony with the content you are moving between. To transition between messaging a simple zoom and grow effect works best.

Endframe

Our endframe resolves into our primary brand expression using our dynamic particle that swoops and circles in to settle at the bottom of the logo.

Simplified endframe

There may be situations where we need a quicker, simpler or more restrained endframe, for these situations, we would use our simplified endframe. Our simplified endframe references our motion partnership lockup.